Pengaruh Influencer Marketing, Brand Trust, Dan Estetika Kemasan Terhadap Keputusan Pembelian
DOI:
https://doi.org/10.31004/riggs.v4i4.5387Keywords:
Influencer Marketing, Brand Trust, Estetika Kemasan, Keputusan PembelianAbstract
Indonesia’s rapid social commerce boom has dramatically reshaped cosmetics purchasing patterns, particularly lip stains, where visual appeal meets Gen Z preferences. This study rigorously analyzes how Influencer Marketing, Brand Trust, and Packaging Aesthetics shape buying decisions for Timephoria Lip Stain, a newly launched 2025 TikTok Shop product facing fierce competition despite premium features like long-lasting formula, halal certification, and trendy shades. Using explanatory quantitative methods, 100 purposive samples from Timephoria’s 320,000 TikTok followers responded to rigorously validated, reliable instruments (r-hitung > 0,195; Cronbach’s α > 0,60). SPSS multiple linear regression satisfied classical assumptions. Findings confirm Influencer Marketing’s dominance (t = 6,803; p = 0,000), followed by Packaging Aesthetics (t = 5,877; p = 0,000) and Brand Trust (t = 5,021; p = 0,000). Collectively, they powerfully drive Purchase Decisions (F = 38,933; p = 0,000), explaining 54,9% variance (R² = 0,549). Theoretically, viral influencers spark interest, trust fosters loyalty, and striking packaging captures first impressions in fast-scrolling feeds. Timephoria should leverage local influencers, ensure quality consistency, and refine visual design. Future studies might test price sensitivity or TikTok algorithm effects.
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